JAR Inside the Research Podcast

Journal of Advertising Research
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This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next. 

  1. 1H AGO

    Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers

    In this episode, Laura Lavertu (Grenoble Ecole de Management) joins me to discuss her Journal of Advertising Research article, “Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers,” coauthored with Katina Kulow (University of Louisville), Kirsten Cowan (University of Edinburgh), and Ben Marder (University of Edinburgh). Laura explains why petfluencers can sometimes outperform human influencers. Across four studies, including a field study and lab experiments, their research shows that petfluencers can increase engagement and willingness to pay because they are perceived as more sincere. The core idea is that audiences attribute fewer self-interested motives to pets, which helps sponsored posts feel more genuine in an era of influencer fatigue. We also discuss when this effect is strongest. The findings suggest that petfluencer content works best when the message framing matches consumers’ mindset, particularly around temporal focus. When consumers are in a more present-oriented, concrete mindset, present-focused messaging can amplify petfluencers’ persuasive advantage. The practical takeaway is that petfluencers are not just a novelty tactic. They can be a strategic substitute when sincerity is the constraint, especially if the creative execution reinforces immediacy and reduces psychological distance. Read the full paper here: https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2463707 To keep up to date on the latest JAR news sign up for our newsletter:  https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn:  https://www.linkedin.com/company/82528291/admin/

    16 min

  2. MAR 12

    Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes

    In this episode, Tyler Milfeld (Villanova University) joins me, along with Courtney B. Peters (Samford University) and Jennifer H. Tatara (DePaul University), to discuss their Journal of Advertising Research article, “Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes.” Tyler, Courtney, and Jennifer examine what brands should say, or avoid saying, when a sociopolitical stance triggers backlash. Across three experiments using real brands and salient issues, their research shows that a common real-world response, retraction, often backfires. Retraction increases perceived hypocrisy among people who supported the brand’s original stance, which then lowers brand attitudes. Among people who did not support the stance, retraction does little to improve perceptions. We also discuss what can mitigate the damage when a retraction is unavoidable. Pairing the retraction with a safety-based justification can reduce the hypocrisy penalty among high-support consumers. The broader takeaway is that backlash is not a standard crisis and response strategies should be chosen based on what the message signals about consistency, motives, and who you risk alienating. Read the full paper here: https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2458370 To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/

    16 min

  3. MAR 5

    Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough

    In this episode, Heesoo Kim (University of Oregon) joins me to discuss her Journal of Advertising Research article, “Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough,” coauthored with Hongsik John Cheon (Soongsil University). Heesoo and I explore how advertisers can earn an “attentional breakthrough” when audiences are multitasking across screens. Across four studies, the research shows that embedding an unfamiliar cue, like a scientific or technical term, can trigger selective attention and deeper processing, but mainly when people’s second-screen activity is congruent with the ad, such as looking up the unfamiliar term while watching. Under those congruent multitasking conditions, unfamiliar cues improve ad recall. Under incongruent multitasking, the benefit disappears. We also discuss the practical playbook. The takeaway is not “add jargon,” but “add a curiosity spark” that reliably converts distraction into relevant second-screen behavior. For marketers, that means designing unfamiliar cues that create a clean information gap, making it easy for consumers to resolve that gap in the moment, and ensuring the second-screen path reinforces the brand and the core message rather than pulling attention away from it. Read the full paper here: https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2470510 To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/

    17 min

  4. FEB 28

    How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses

    In this episode, Shuyu Lei (Nankai University) joins us for a conversation led by Shan Jian (PhD Candidate, Nankai University) to discuss her Journal of Advertising Research article, “How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo,” coauthored with Qi Wu (Nankai University) and Jiangang Du (Nankai University). Shuyu and Shan unpack when fast versus slow background music helps video ads perform better. Using a large-scale analysis of 26,025 video ads plus three experiments, the research shows a clear interaction: fast-tempo (vs. slow-tempo) music increases purchase intentions for promotion-focused ads, while tempo has no meaningful effect for prevention-focused ads. They also discuss why the effect emerges, focusing on time pressure and the decision-making strategies consumers adopt. The practical takeaway is that tempo is not a universal “make it upbeat” lever. It works best when it fits the ad’s motivational framing, especially when the message is about gains, advancement, and positive outcomes. Read the full paper here: https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464277 To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/

    12 min

  5. 12/11/2025

    Do cultural cues make expensive products feel more appealing?

    In this episode, Wei-Fen Chen (Lecturer in Marketing, University of Leicester School of Business) joins me to discuss her Journal of Advertising Research article, “When to Appeal to Cultural Capital in Advertisements: Cultural Capital Appeals Increase Purchase Intentions for High- but Not Low-Priced Products,” coauthored with Xue Wang (Assistant Professor, Business School, Beijing Normal University) and Chenyang Shao (Doctoral Student, Business School, Beijing Normal University). Wei-Fen and I explore how invoking cultural sophistication in ads—through references to art, heritage, or refined taste—can strengthen purchase intent, but only for higher-priced products. Across three studies spanning categories from wine and bottled water to face masks, the team finds that when cultural capital cues align with economic signals, consumers process the ad more fluently and respond more positively. For low-priced products, though, these appeals backfire or fail to move the needle. We also discuss how this research clarifies when marketers should use cultural capital storytelling, why pricing strategy matters more than demographic targeting, and how brand tiers can selectively apply these cues to premium lines. Read the full paper here: https://doi.org/10.1080/00218499.2025.2464291 Listen to the podcast here: https://www.buzzsprout.com/2250188 And watch this and more content on our YouTube page: https://www.youtube.com/@journalofadvertisingresearch To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/

    23 min

  6. 12/04/2025

    The Face of AI Endorsement — Human vs. Cartoon Avatars

    Do consumers respond differently to AI avatars that look human versus those that look cartoon-like? In this episode, June-Ho Chung (Inha University) and Sungjun “Steven” Park (Queen Mary University of London; National Chengchi University) join me to discuss their Journal of Advertising Research article, Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers? The article is co-authored with Yiting (Tami) Chu (National Chengchi University).  We talk about why human-like AI avatars tend to generate stronger engagement and positive emotions, especially when promoting new or unfamiliar products. June-Ho and Steven walk through controlled experiments that compare human-like and cartoon-style endorsers across preference, emotions, and ad engagement. We discuss why familiarity with faces can shape reactions and when a simpler, cartoon style may still fit the brief. Finally, we translate the findings into practical guidance for creative teams choosing avatar style for new product ads. Read the full paper here: https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2497615 To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/

    8 min

  7. 11/20/2025

    How Life Transitions Shape Response to Ad Repetition

    Do big life changes make people more open to seeing the same ad again and again? In this episode, Ben Borenstein and Luke Nowlan join me to share insights from their Journal of Advertising Research article, “Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences,” coauthored with Tyler Milfeld. Ben, Luke, and I talk through how moments like moving, changing jobs, or becoming a parent shift the way people respond to repeated ads. Across four experiments, they find that consumers in a life transition actually sustain enjoyment of repeated ads and form more positive brand attitudes — rather than tuning out. We also discuss why predictability feels comforting in times of change, how advertisers can spot these moments using behavioral signals, and what this means for ad frequency and targeting strategies. Read the full paper here: https://doi.org/10.1080/00218499.2025.2464306 To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/

    20 min

  8. 11/14/2025

    Why Do Viewers Sometimes Watch Skippable Ads?

    Can the way ads are scheduled change whether people watch or skip? In this episode, Dr. Mi Hyun Lee (Northwestern University) and Dr. Jaewon Royce Choi (Louisiana State University) join me to talk about their Journal of Advertising Research article, Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models, coauthored with Su Jung Kim. We dig into their concept of ad acceptance propensity — the underlying tendency to accept rather than skip an ad — and how it shifts depending on how ads are placed. Drawing on a dataset of 10,000 users and 36,000 ad exposures from a major video platform, they show that predictable, frequent exposures lower acceptance while irregular, spaced exposures boost it. We also talk about how their dynamic linear modeling approach lets researchers go beyond observed behavior to estimate hidden states, why this matters for both scholars and practitioners, and how advertisers can rethink reach and frequency. Read the full paper here: https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464294 Listen to the podcast here: https://www.buzzsprout.com/2250188 And watch this and more content on our YouTube page: https://www.youtube.com/@journalofadvertisingresearch To keep up to date on the latest JAR news sign up for our newsletter: https://lp.constantcontactpages.com/su/mtD04QN And follow us on LinkedIn: https://www.linkedin.com/company/82528291/admin/

    19 min
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About

This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next. 

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  • Creator
    Journal of Advertising Research
  • Years Active
    2K
  • Episodes
    41
  • Rating
    Clean
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    © 2026 JAR Inside the Research Podcast
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    JAR Inside the Research Podcast